제1장 연구개요 ··········································································································1
1. 연구의 배경 ······································································································1
1) 연구의 필요성 ·····························································································1
2) 연구의 목적 ································································································2
2. 연구의 범위 ······································································································2
3. 선행연구와의 차별성 ·························································································3
4. 연구방법 및 내용 ·····························································································3
1) 연구방법 ······································································································3
2) 연구의 주요내용 ··························································································4
제2장 시티투어의 개념 및 선진사례 분석 ·································································5
1. 시티투어의 개념과 구성요인 ·············································································5
1) 도시관광(Urban Tourism)과 시티투어(City Tour) ····································5
2) 시티투어의 개념과 유형 ··············································································6
3) 시티투어 구성요인 ······················································································9
2. 국내외 주요도시의 시티투어 선진사례 및 시사점 ··········································11
1) 홍콩 빅 버스 시티투어 ···········································································11
2) 싱가포르 시티투어 버스 ············································································13
3) 서울 시티투어 사례 ··················································································15
4) 부여 수륙양용버스 사례 ············································································17
5) 지방자치단체별 시티투어 운영현황 ···························································18
6) 시사점 ·····································································································19
제3장 부산시티투어 운영현황 및 경쟁력 분석 ·························································20
1. 부산시티투어 운영현황 ···················································································20
1) 부산시티투어 연혁 ····················································································20
2) 부산시티투어 현황 ··················································································21
3) 현재 추진사업 ···························································································25
2. 부산시티투어 경쟁력 조사분석 ·······································································27
1) 조사개요 ····································································································27
2) 조사결과 분석 ···························································································28
3) 조사결과 요약 및 시사점 ········································································53
제4장 부산시티투어 글로벌 경쟁력 제고방안 ··························································56
1. 추진방향 및 추진전략 ···················································································56
1) 추진방향 ··································································································56
2) 추진전략 ··································································································58
2. 부산시티투어 글로벌 경쟁력 제고를 위한 추진전략 ·······································59
1) 운영의 주체 (공공 vs. 민간) ····································································59
2) 노선 재정비 ······························································································60
3) 상시 제휴업체 확대 ··················································································64
4) 편의시설 확충 및 정비 ·············································································65
5) 홍보·마케팅 강화 ······················································································69
6) 테마형 노선 확대(체험 프로그램 기획) ·····················································70
7) 글로벌 업체와 제휴(중기과제) ···································································74
8) 타 지역과의 MOU 제휴 ···········································································75
제5장 결론 및 정책제언 ··························································································76
1. 결론 ················································································································76
2. 정책제언 ·········································································································77
Abstract ··················································································································80
참고문헌 ···················································································································82
부록 ··························································································································86
<표 2-1> 도시관광 정책 영역 ··························································································6
<표 2-2> 선행연구에서의 시티투어 개념정의 ··································································7
<표 2-3> 시티투어버스의 운영형태에 따른 구분 ·····························································8
<표 2-4> 시티투어버스의 콘텐츠에 따른 구분 ································································8
<표 2-5> 선행연구에서의 시티투어 구성요인 ································································9
<표 2-6> 부산시티투어 구성요인 도출 ··········································································10
<표 2-7> 홍콩 빅버스 시티투어 ··················································································11
<표 2-8> 홍콩 빅버스 시티투어 판매 티켓 종류 ··························································12
<표 2-9> 싱가포르 시티투어 버스 ·················································································13
<표 2-10> 서울시티투어 운영개요 ················································································16
<표 2-11> 지방자치단체별 시티투어 운영현황 ······························································18
<표 3-1> 부산시티투어 연혁 ·························································································20
<표 3-2> 부산시티투어 노선운행 현황 ··········································································21
<표 3-3> 부산시티투어 탑승요금 안내 ··········································································22
<표 3-4> 부산시티투어 차량 보유현황 ··········································································23
<표 3-5> 부산시티투어 운영인력 ···················································································23
<표 3-6> 부산시티투어 운영수지 (부산관광공사) ··························································24
<표 3-7> 부산시티투어 운영 수지 ((주)태영) ································································24
<표 3-8> 부산국제관광도시 사업 관련 부산시티투어 글로벌 경쟁력 강화 추진사업 ···· 25
<표 3-9> 부산국제관광도시 관련 부산시티투어 2021년도 우선 추진사업 ···················26
<표 3-10> 부산시티투어 설문조사 개요 ········································································28
<표 3-11> 인구통계학적 특성 ·······················································································28
<표 3-12> 이용 빈도 특성 ····························································································29
<표 3-13> 이용 시기 ·····································································································29
<표 3-14> 이용 코스 ·····································································································30
<표 3-15> 처음 탑승한 승차장 ·····················································································30
<표 3-16> 함께 이용한 동반자 ·····················································································31
<표 3-17> 알게 된 경로 ·······························································································31
<표 3-18> 이용 동기 ·····································································································32
<표 3-19> 전반적 만족도 ······························································································33
<표 3-20> 추천 의향 ·····································································································33
<표 3-21> 재이용의향 ···································································································34
<표 3-22> 구성요인의 중요도 및 만족도 (전체 이용객) ···············································35
<표 3-23> 구성요인의 중요도 및 만족도 (부산 / 타 지역) ·········································36
<표 3-24> 구성요인 IPA 분석 (전체 이용객) ·······························································38
<표 3-25> 이용객 대상 구성요인 IPA 분석 (부산지역) ················································39
<표 3-26> 이용객 대상 구성요인 IPA 분석 (타 지역) ·················································41
<표 3-27> Kano 모델 품질요인의 성격 ·······································································42
<표 3-28> Kano 모델에 의한 구성요인 품질 분류표 (전체 이용객) ····························42
<표 3-29> Kano 모델에 의한 구성요인 품질 분류표 (부산지역) ·································44
<표 3-30> Kano 모델에 의한 구성요인 품질 분류표 (타 지역) ···································45
<표 3-31> 고객만족계수에 의한 구성요소 품질 분류표 (전체 이용객) ·························47
<표 3-32> 고객만족계수에 의한 구성요인 품질 분류표 (부산 / 타 지역) ···················47
<표 3-33> PCSI에 의한 구성요인 품질 분류표 (전체 이용객) ·····································49
<표 3-34> PCSI에 의한 구성요인 품질 분류표 (부산 / 타 지역) ·······························51
<표 3-35> 부산시티투어 관련 기타의견 ········································································52
<표 4-1> 부산시티투어 추진과제 도출과 기존 추진사업 분석 ······································56
<표 4-2> 부산형 시티투어버스 서부산권 노선 도입계획 ···············································60
<표 4-3> 부산 수륙양용버스 도입계획 ··········································································61
<표 4-4> 부산시티투어버스 글로벌 경쟁력 강화(부산국제관광도시 관련 사업) ············65
<표 4-5> 서울다누림버스 운행사례 ···············································································68
<표 4-6> 테마형 시티투어 운행사례 ·············································································71
<표 4-7> 부산 민간여행사의 테마 시티투어 사례 ·························································72
<표 4-8> 서울시티투어 시티 사이트시잉 제휴사례 ·······················································74
<그림 1-1> 연구의 주요내용 ···························································································4
<그림 1-2> 연구대상 ·······································································································4
<그림 2-1> 도시관광 활성화 정책 영역 ··········································································6
<그림 2-2> 싱가포르 빅 버스(히포버스) 시티투어 운행사진 ·········································15
<그림 2-3> 부여 수륙양용버스 운행사진 ·······································································17
<그림 2-4> 부여 수륙양용버스 운행코스 ·······································································17
<그림 3-1> 부산시티투어 운행노선도 ············································································22
<그림 3-2> 부산시티투어 부산역 승강장 위치 조정(안) ················································26
<그림 3-3> 이용 빈도 특성 ···························································································29
<그림 3-4> 이용 시기 ···································································································29
<그림 3-5> 이용 코스 ···································································································30
<그림 3-6> 처음 탑승한 승차장 ····················································································30
<그림 3-7> 함께 이용한 동반자 ····················································································31
<그림 3-8> 알게 된 경로 ······························································································31
<그림 3-9> 이용 동기 ···································································································32
<그림 3-10> 전반적 만족도 ···························································································33
<그림 3-11> 추천 의향 ·································································································33
<그림 3-12> 재이용의향 ································································································34
<그림 3-13> 구성요인 IPA 분석 (전체 이용객) ····························································38
<그림 3-14> 구성요인 IPA 분석 (부산지역) ·································································40
<그림 3-15> 구성요인 IPA 분석 (타 지역) ··································································41
<그림 3-16> PCSI값에 대한 내림차순 정렬 결과 ························································50
<그림 3-17> 만족/불만족계수와 현재의 만족 위치에 대한 그래프 ·······························50
<그림 3-18> 부산시티투어 구성요인 평가 IPA Matrix ················································55
<그림 4-1> 부산시티투어의 글로벌 경쟁력 제고를 위한 추진방향 ·····························58
<그림 4-2> 부산시티투어 글로벌 경쟁력 제고를 위한 추진전략 ···································58
<그림 4-3> 부산시티투어 신규노선 도입 투표 ······························································63
<그림 4-4> 현재 부산시티투어와 관광지 제휴 할인 판매 ·············································65
<그림 4-5> 시티투어 버스 내 편의시설 ········································································67
<그림 4-6> 서울과 부산시티투어 시·종점 정류장 비교 ················································67
<그림 4-7> 덕 투어 코로나 안심 홍보영상 ···································································69
